AI Transforms HR Practices in Retail Sector
Joanna Griffin, head of people and safety at American Golf, has built her career tackling complex HR challenges. From managing large-scale redundancies to building HR functions from scratch, she has consistently sought solutions to difficult problems.
Griffin’s work has taken her across industries, including a Big Four firm, construction, and now retail. A defining moment came when she led a redundancy and TUPE project, successfully managing 250 redundancies and 42 transfers within a year.
AI as a practical tool for HR
Griffin’s interest in AI stems from its potential to transform HR. She sees it as a way to free up time for HR teams, allowing them to focus on people rather than administration. AI can support analysis, drafting, and workflow improvements, connecting different parts of the employee journey.
At American Golf, Griffin’s team developed an interactive nine-box talent grid. This tool enables managers to collaborate with HR partners, identify performance issues, and receive coaching prompts from an AI agent. They also created a case management platform tailored for retail. This platform supports investigations and grievance processes, drawing on ACAS guidance and UK employment law.
Security is a key focus for the platform. Data is encrypted both in transit and at rest. The system has undergone penetration testing and aligns with ISO 27001 principles and the EU AI Act. Information sources are restricted to trusted entities, ensuring responsible AI use.
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The future of HR with AI
Griffin believes AI will significantly alter HR roles but won’t replace them. While it can automate administrative tasks, human judgment, coaching, and decision-making remain essential. The challenge lies in using AI deliberately, understanding its benefits and costs.
AI’s Creative Potential in HR
Griffin demonstrates AI’s potential to transform HR by enabling the creation of customized tools without traditional software development. This platform allows managers and HR partners to collaborate, address performance issues, and receive AI-generated coaching suggestions.
Balancing AI Opportunities with Trust and Security
Given the sensitive nature of HR data, Griffin prioritizes security and responsible AI use. American Golf’s case management platform includes built-in safeguards, such as data encryption and penetration testing. It adheres to ISO 27001 principles, the EU AI Act, and is working towards SOC 2 compliance.
The platform limits information sources to trusted entities like ACAS and UK government legislation. While AI can assist in identifying trends, flagging risks, and drafting letters, Griffin emphasizes that human judgment remains key in decision-making. American Golf’s AI committee promotes transparency and governance, encouraging employees to use AI responsibly and understand its implications.
As Griffin looks to apply her expertise beyond American Golf, she aims to provide retailers with AI-enabled HR tools tailored to their specific needs. Her focus is on practical solutions for employee relations, investigations, and talent mapping. These tools help HR teams manage complex information, reduce administrative burdens, and provide managers with better guidance.
